Cristiano Ronaldo, the handsome Portuguese power forward who ranks as soccer’s highest paid player, has just signed on as a new brand ambassador for famed Swiss watch brand TAG Heuer. Ronaldo, star of the Real Madrid team and captain of Portugal’s national team in the upcoming World Cup, has also been named as one of TIME’s 100 Most Influential People. Ronaldo joins an impressive roster of other TAG Heuer ambassadors including A-list actors actors Cameron Diaz and Leonardo DiCaprio, tennis champion Maria Sharapova, Formula One World Champion Jenson Button, World Rally Champion Sébastien Ogier and the entire crew of 2013 America’s Cup winner Oracle Team USA. Ronaldo will represent the brand, founded in 1860, at various events around the globe.

“TAG Heuer is by far the best at what it does,” Ronaldo said in a statement, “and has been for more than 150 years. No other luxury brand has such strong ties to the highest levels of sports. It is incredibly glamorous, yet also so unconventional, and we share exactly the same determination: to totally change the game, push the limits and make our own rules. It is a great honor to be a part of such a powerful and pioneering legacy.”

“Like TAG Heuer, Cristiano demands perfection and pushes himself harder than anyone in his domain,” adds TAG Heuer CEO Stéphane Linder. “Sports is part of our tradition because we share the same values: self motivation and discipline, pushing one's limit, never giving up. We’ve been in the sports world since signing on as official chronograph of the 1920 Olympic Games. We started timing ski events in 1928, Formula One and regatta racing in the 1970s. Adding football alongside our longstanding link to motorsports, especially with its number one icon and most powerful player, is incredibly exciting.”